On social media, the attention economy exploits digital behaviours to maximise engagement. Resisting this constant pressure by adopting a critical approach and thoughtful usage is possible but requires more digital media literacy.
1. Can you explain what « attention-grabbing techniques » are in the context of social media? How are algorithms used to capture our attention?
Social media is based on an attention economy, which maximises the time spent on the platform, considering that the longer a user stays on it, the more advertising messages they will be exposed to. Social media’s primary purpose is not to create social connections. It’s more of a pretext for generating traffic and revenue. The techniques vary from platform to platform, but many commonalities exist, such as highlighting the most recent content and content that generates the most likes and shares. For example, Facebook gives greater importance to reactions and comments. On LinkedIn, likes, comments, and shares are used to calculate a user engagement score that will help expand individual audiences. A quick ranking system on Instagram allows for a list of the best accounts.
These various platforms use recommendation algorithms to highlight content, and these algorithms are likely to evolve or change radically within a few months. For example, X’s algorithm is regularly modified, making its operation unpredictable and subject to frequent adjustments. Such instability illustrates that social networks are not neutral: they actively shape what we see and influence our interactions and perceptions of the world.
In this context, attention-grabbing techniques are strategically optimising brands’ online presence. This is a marketing logic in which brands want to leverage the tens of thousands of social media users without directly purchasing advertising from the platforms or in combination with advertising campaigns. The idea is to create content tailored to each platform to generate engagement from different audiences. That can include posting content at times of highest engagement, analysing account data to define audience peaks, or implementing popular and niche hashtag strategies to increase the reach of posts. The techniques can also encourage interaction through surveys or contests to trigger active engagement. These techniques work in synergy with social media algorithms to maximise the visibility and engagement of brands online. At the same time, they are far from trivial because they fit into a model where the user is considered a product to be seduced by all means. Each interaction feeds the algorithms, potentially reinforcing user dependency and their exposure to brands.
2. How do recommendation algorithms on platforms like Instagram, TikTok, or YouTube differ from those on more traditional social networks like Facebook or X?
As I just explained, each social network has its content recommendation logic. Indeed, the recommendation algorithms of Instagram, TikTok, and YouTube differ significantly from those of more traditional social networks like Facebook or X.
TikTok uses a sophisticated algorithm for its « for you » page, which profoundly analyses user behaviour and preferences to deliver personalised content. Instagram’s algorithm is based on an algorithm that considers user interactions across the platform—YouTube Shorts benefits from YouTube’s recommendation system, which highlights popular content.
Regarding discovery, TikTok’s algorithm favours the discovery of new creators, allowing even unknown users to go viral quickly. While Instagram and YouTube tend to prioritise content from accounts the user already follows, they increasingly incorporate suggested content.
On TikTok, watch time is the most important factor, followed by shares, saves, comments, and likes. Instagram considers various signals, such as post-recency, past interactions, and the type of content the user prefers.
Conversely, Facebook and X’s algorithms have historically been oriented toward social interactions and existing relationships. Facebook favours content from friends and groups and follows pages, but offers suggested content based on interests. On the other hand, X mixes content from subscriptions with popular posts, and its algorithm is subject to frequent adjustments.
Platforms constantly adjust their algorithms to maximise user engagement and remain competitive. For example, Instagram is considering changing its algorithm to adopt a similar approach to TikTok. Similarly, in response to the rise of BlueSky in the US, Mark Zuckerberg has revised Threads to better adapt to the competition.
3. Infinite scrolling has become a ubiquitous feature on social media. How does this technique influence our behaviour and how we consume content?
Infinite scrolling has become a central feature of social media, influencing behaviours and content consumption in several ways. On the one hand, continuous immersion will be part of the user experience, promoting fluidity since reloading pages will have no interruptions. Studies in this area show that it works, with users spending much more time on sites that use infinite scrolling.
However, infinite scrolls have less positive effects. It encourages a rapid and passive mode of consumption, where users scan content rather than read it. It can lead to a decrease in attention and poorer information retention. On a psychological level, and although this is beyond my area of expertise, several studies suggest that infinite scrolling can reinforce addictive behaviours by creating an illusion of knowledge: we have the impression of constantly learning or discovering, while the actual assimilation remains superficial. Prolonged exposure to this type of navigation can be associated with cognitive fatigue, increased anxiety, and even a form of emotional weariness.
Despite these risks, platforms favour infinite scrolling, which fits squarely into their attention economy strategy. The longer users remain captive, the more they are exposed to sponsored content and algorithmic recommendations.
4. Notifications play a key role in our interaction with social networks. How effective are these notifications in maintaining user engagement, and what are their long-term effects?
Notifications are one of the strategies used by platforms and social networks to capture attention. It is also based on the study of psychological and behavioural mechanisms where the notification can be seen as a reward for the user. It can also be seen as flattery, a game with the ego because the notification generally occurs when there is an interaction. Furthermore, notifications are adapted to people’s preferences to increase screen time. Studies have shown that notifications fragment attention and reduce the ability to concentrate and even productivity. Here, too, there is a risk of generating anxiety and stress due to excessive exposure. Another risk is that users become permeable to notifications, which has the corollary of reducing their impact and requiring more aggressive strategies.
5. In your opinion, what impact do these techniques have on our mental well-being? (Are there any consequences for our concentration or our emotional state?)
First of all, we are not all equal when it comes to these different strategies. When we are well-informed and adopt a critical approach, we are much more resistant to them. The youngest and oldest people are particularly vulnerable to these techniques, which poses a fundamental societal challenge. Among the youngest, prolonged exposure to social networks can promote states of addiction that are difficult to overcome, impacting concentration, mental well-being and even self-esteem, mainly due to the massive use of filters on TikTok, which alter the perception of self-image.
Older people are more vulnerable to manipulation techniques, whether impulse purchases or online scams. News media and institutions are not yet playing a sufficient role in digital education. All citizens should learn how to develop a critical eye towards these platforms. We must not forget that social networks are only a truncated and often idealised representation of the real world, which can, paradoxically, accentuate the feeling of loneliness rather than reduce it.
6. Content creators and brands use strategies to capture users’ attention. What are the most common tactics they employ to stand out in a saturated information flow?
Content creators and brands deploy various strategies to capture users’ attention in a saturated flow of information. Short formats are among the most common tactics to arouse curiosity and encourage clicks. Exploiting trends and algorithms also play a key role, with brands and influencers relying on viral music, challenges, and hashtags to maximise their visibility. Appealing to emotion is another popular approach, as content that elicits strong reactions—whether humour, surprise, or outrage—is favoured by algorithms. These strategies are most effective with people who passively consume content without critical reflection. The more we develop a reasoned approach to social media and analyse the intentions behind content, the more aware we become of attention-grabbing techniques. Finally, maintaining a balance with real-life social interactions also helps us avoid becoming absorbed by these often superficial virtual worlds.
7. As an expert, what solutions or regulations would be necessary to implement to balance the use of social networks while protecting our attention and well-being?
First, it always depends on the individual and their goals when using social media, as each platform has its purposes and audiences. However, the first thing to do is to adopt a reasoned approach. It means being aware of your consumption habits and uses and limiting your exposure time. It’s also essential to relearn how to return to other forms of leisure, far from the attention economy that dominates mobile screens, by engaging in disconnected activities, such as reading, physical activity, or socialising.
Regarding regulation, the European Union has taken necessary steps by implementing two complementary instruments, the Digital Service Act (DSA) and the Code of Practice on Disinformation. The DSA is based on a fundamental principle: what is illegal offline is illegal online. It aims to regulate illegal activities such as online child pornography but also to combat disinformation, attention manipulation, and harmful behaviour. The DSA establishes the responsibility of platforms and aims to build a digital space that respects the privacy and rights of users. The Code of Practice on Disinformation complements the DSA because it aims more specifically to combat information disorders that spread rapidly online. Still, here we take a voluntary approach, and significant American platforms tend to disengage from this text, like X and Google’s YouTube platform, for example.
Additionally, users need to be better informed about how their data are collected and used by platforms and the impact algorithms have on their online experience. It would allow them to make more informed choices and understand the dynamics behind the content they see. I recently taught a class on the ethics of algorithms and platforms, and all the students raised their hands when I asked who had a social media account. Only two or three people raised their hands when I asked how many had read the terms of service, which already had a whole host of information.
It is also essential to promote better digital education to encourage more critical and responsible consumption of social media by teaching children to recognise the biases, manipulations, and dangers associated with these platforms. I have little presence on social media and use them for critical research purposes. One day, a journalism student told me I didn’t exist because I had no personal Facebook account. It is incredible to think that you can’t exist outside the pixels of a screen! Furthermore, there are solutions for a less intrusive online social life. Media literacy helps to learn to manage one’s online presence more consciously and critically. For instance, users can prioritise platforms that respect their privacy, adjust their privacy settings, or limit their exposure to certain forms of content. It’s also the best way to protect one’s mental and emotional well-being against platforms’ influence.
